Agency: BBDO, New York
AT&T differentiates itself from other telecoms that offer the standard array of small-business services like broadband, Web hosting and mobile apps by emphasizing the element of security. The spot opens with a locksmith who says he wants a solutions provider that can help him make things more secure. Other small-business owners—lawyers, a veterinarian and an art merchant—weigh in with their wishes to do things better with the right help. In an avuncular tone, the narrator assures the small-business audience that AT&T has the solutions and the security to help them achieve their goals. Rating: 3.5 stars